Less snake oil: the field will thin as the opportunistic snake-oil salesmen move on to the next shiny tool

Maturing use by companies: smart communicators already know that Twitter isn’t a social media strategy unto itself. Twitter will become less of a focus of campaigns and more of an integrated tactic. In more cases we’ll see companies decide that this isn’t the right tactic for them

Maturing expectations of users: we’ve seen the growth of somewhat unrealistic expectations in terms of response levels and times by organizations. This should lessen, making issues management more… manageable

Increased focus on measurement: as Twitter moves into the trough, it will become all the more important to measure effectively and for communicators to tie Twitter use to business results and metrics

After trying a few of the paid-versions of several tools, I’ve come to appreciate SproutSocial. It allows me to monitor up to 12 clients (or accounts) at a time and produces reports that look impressive, but are easy to explain to my clients. I generate reports for Google Analytics, Facebook Fan Pages, and Twitter accounts which are fairly comprehensive.

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